These Shelters Are Changing the Game to Get Their Dogs Adopted This Halloween

Promotions always bring people to a shelter and increase adoption rates – but they have to be the right promotion. They need to have a bit of flare. It’s not always easy to come up with creative ideas, but looking to the holidays can help you generate lots of ideas for shelter promotions. Halloween is one of the best holidays for doing just that.

Below are five of our favorite Halloween promotion ideas – and what’s really great about them is that most of them cost little to no money on your part.

1. Barktoberfest

This isn’t exclusive to Halloween. It’s one you can run at any time during October. The Baltimore Animal Rescue and Care Shelter (BARCS) runs one every year. Their promotion, aptly named BARCStoberfest, includes a 5k run/walk, raffles, a beer garden, yoga, and much more.

2. Halloween Themed Night Out for the Family

Not every shelter can pull off something as involved as BARCStoberfest, but there are some great ideas you can adapt for your shelter. Consider approaching a local restaurant and asking them to set aside a special night in support of your shelter. Ask them to donate a portion of their proceeds to your efforts. Many places with outdoor seating allow dogs, so you can bring along some of your available dogs and possibly find them an adopter.

Austin Pets Alive! has an event this Saturday at a local restaurant that includes face painting for kids and for those who want to get crafty, there’s dog bowl painting!

3. Discount Adoptions for Black Dogs

Discount adoptions for black dogs and cats is one of the most popular Halloween themed shelter promotions. The Humane Society of Utah is offering a $31 discount on their black dogs for the entire month of October.

4. Discount Adoptions for Costumes

This is a twist on discounting adoptions for black animals. Pinellas County Animal Services is giving adopters a discount on all of their cats and dogs if they show up to the shelter dressed as a dog or a cat! You can get some extra PR out of this by adding a mock photo booth and snapping some pictures of the costumed adopters and their new best friend and then posting those pics on Instagram or Facebook.

5. Embrace Social Media

There’s nothing more inexpensive and fun when it comes to shelter marketing than making the most of social media. Dress up your dogs in fall or Halloween themed costumes. If you have a dog who hates costumes, do what Dekalb County Animal Services did and have the pup sit next to some pumpkins. Then, snap some pictures to post on Instagram or Facebook. These images give people another look at a dog’s personality and help them to imagine the dog as a pet – possibly as their pet.The point is to let the fun spirit of the holidays fuel your creativity. The more fun you have, the more the community will respond.

Have other great Halloween promotion ideas? Let us know in the comments. 

For more tips on adoption marketing practices, check out our ebook.

Featured image via @oldyellerranchrescue/Instagram.

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Montreal SPCA Discusses the City’s New BSL and What It Means For Hundreds of Families

It’s been four days since the Montreal city council passed their ban on “pit bull type” dogs. Families in Montreal are scared, confused, and devastated. The rest of us are heartbroken and outraged.

But the people at the Montreal SPCA are passionately fighting their city officials. They’re fighting with facts, which show that breed specific legislation doesn’t reduce dog bites, and they’re offering up alternative approaches that actually work.

We spoke with Alanna Devine, the Montreal SPCA’s Director of Animal Advocacy, about the future of “pit bull type” dogs in the city and how her organization is advocating against the ban, which goes into effect on Monday, October 3rd.

The first thing we spoke with her about was the vagueness of the laws and how they are confusing to families. The definition of a “pit bull type” dog is perhaps the vaguest of all. According to the bylaws, Montreal defines these dogs as:

  • Staffordshire bull terriers.
  • American pit bull terriers.
  • American Staffordshire terriers.
  • Any mix with these breeds.
  • Any dog that presents morphological characteristics of one of those breeds.

The last point highlights how arbitrary these laws are because it is essentially up to someone’s personal opinion whether or not a dog is a “pit bull type” dog. The Montreal SPCA notes this in a recent press release:

“[These provisions are] vague and imprecise in their definition of “Pit bull type dogs” such that it is impossible to know which dogs fall into this category.”

What’s more, Alanna told us that:

“These are standard shelter dogs. The majority of the dogs we get are mutts. The city can arbitrarily decide to euthanize any dog with a blocky head or other characteristics if the dog is unlucky enough not to have an owner or guardian before October 3rd when the law comes into effect.”

To show how arbitrary the identification of these dogs is, Alanna referred to a case earlier this year where a dog allegedly bit a woman. Officials and the media labelled the dog as a “pit bull type” dog – but the dog exhibited no characteristics of a “pit bull type” dog.

According to DNA tests, the dog  pictured above, was golden retriever, rottweiler, and mastiff mix. Despite the facts, the mayor of Montreal used this case as an example of the danger of “pit bull type” dogs.

(You can read more about this case here.)

Alanna said:

“People have no idea if they even have to go through all of this. They don’t know whether or not the bylaw applies to them or not.”

At any time, someone could claim that a family’s dog is a “pit bull type” dog. And if that dog was not muzzled as the bylaw requires or if the family does not have a permit for a “pit bull type dog,” that dog could be seized, euthanized, and the family would face a fine of several hundred dollars.

The bylaws also violate people’s rights. Alanna told us that according to the law:

“An officer can enter homes without a warrant to insure compliance, but they do need a warrant to seize a dog.”

That bears repeating: If anyone reports that you have a “pit bull type” dog, regardless of evidence, an officer can enter your home at any time.

While Montreal will allow “pit bull type” dogs who have been with their families prior to October 3, 2016 to stay in their homes, there are major restrictions. Alanna says that complying with these regulations won’t be easy for some families:

“The cost of the permit in and of itself is punitive, it’s $150. For low income families or homeless people, in total for all the obligations that are required to be fulfilled, the cost to obtain this permit is going to be about $650.”

That latter cost is because dogs must be neutered and have a rabies vaccination, as well as be on a 4 foot leash and be muzzled at all times. Of course, the Montreal SPCA is an advocate for vaccination and neutering, but for homeless people or those with little income, this might not be possible, especially because the law gives people less than a week to comply. The SPCA does provide these services for free for low income families, but again, people may not be able to get to the SPCA in time due to the short notice, many don’t even know this program exists and many people won’t even realize that the law might apply to them or their dog.

Everyone with a “pit bull type’ dog must undergo a criminal background check. This might not seem like a problem for most of us, but Alanna clarifies the issue:

“People have to pay for a criminal background check. Low income families can’t afford that. While we’re certainly okay with people with some offenses related to animal cruelty or neglect not owning dogs, there are other offenses that do not correlate to being an irresponsible dog owner.”

She went on to say that regardless of your financial state, these new laws will affect people’s ability to stay in their homes or find new housing:

“It’s already difficult to find affordable rental housing that allows dogs, but now forget about it. It’s going to be impossible. There’s also a question of home insurance. There are a lot of uphill battles, specifically for people of limited financial means.”

The bylaws also require a “pit bull type” dog to be muzzled at all times when outdoors once they obtain the special permit unless they are in a fenced area over 2 meters high. Alanna’s concerned for how this affects a dog’s welfare.

She said:

“If a person doesn’t have a fence that is 2 meters high, they have to muzzle their dog in their own back yard, and leash their dog, as well.”

The muzzles themselves present a problem. Dogs can’t eat or drink with a muzzle on and they are confusing and frightening for many dogs. According to the SPCA’s veterinarian:

“Muzzling a dog prevents them from naturally interacting with other animals, which can create aggression.”

Alanna pointed out that this means many families need to hire trainers to acclimate their dog to a muzzle. Once again, many people have no money to pay for a trainer.

The laws regarding muzzling are murky, but when taken at face value, Alanna says shelters would have to muzzle dogs while in their kennels and before they obtain the special permit, people will be required to muzzle their dog at all times, even in their own home! However, provincial animal welfare legislation says that a dog cannot be muzzled and unsupervised. Alanna told us that the Montreal SPCA will either have to break the city laws or their provincial animal welfare laws.

But, one must wonder how much of an issue it will be. There likely will not be many, if any, “pit bull type” dogs in shelters in the near future. Alanna explained that:

“After October 3rd, lost “pit bull type” dogs cannot be reclaimed by their owner – which means they necessarily have to be put down. Even if a family were to, for example, have a robbery in their home and their dog were to run off – through no fault of their own – the new bylaw would require that this family be unable to reclaim their lost ‘pit bull type’ dog – even a dog with a special permit – and the dog would necessarily have to be put down.”

Regardless of breed or type, a dog is a member of your family, think about how you would feel if your dog was given a death sentence simply for escaping your home, something which millions of dogs do.

As of October 3rd, the Montreal SPCA can’t adopt out “pit bull type” dogs. Transferring the dogs to other rescues and shelters appears to be possible according to the laws. Many rescues and shelters from other areas of Canada and the United States are offering to take in these dogs. According to Alanna, that is not a long term solution:

“Sending dogs elsewhere is not sustainable in the long term and requires a lot of logistics and financial resources. Basically, most of the dogs we get fall under the definition of a “pit bull type” dog. Other provinces and shelters are also overrun with dogs that fit this description. But right now there are a lot of people reaching out and we’re going to take advantage of it, but it’s not a long term solution.”

This all seems hopeless, but it’s not. Despite the immense financial burden the Montreal SPCA has taken on to fight bsl, they don’t have any plans of giving up. They don’t have to do this alone. There’s a lot we can do to help them.

Alanna encourages people to get involved in their Safer, Kinder Communities campaign. The campaign fosters awareness and advocates responsible dog ownership. It also highlights the facts surrounding dangerous dogs:

  • Any dog could become dangerous, regardless of breed.
  • Permanently chained dogs are 3 times more likely to attack.
  • Dogs with inappropriate behavior must be controlled and managed.
  • Well socialized dogs who are well exercised are less likely to bite.
  • The environment in which a dog is raised, socialized, educated and trained are key factors which shape the behaviour of a dog, regardless of the type or breed.

The campaign isn’t only designed to advocate against BSL, it’s designed to decrease dog bites based on real scientific evidence.

In fact, Alanna told us that BSL was on the decline in Canada:

“We worked with a number of municipalities who realized their BSL was ineffective. Up until this occurrence (the death of Christiane Vadnais allegedly due to a dog attack), the trend in Quebec and in Canada has been for BSL to be repealed. This one incident and the way the large majority of the media treated it changed everything. Now 50% of the municipalities in our area have BSL. Dog neglect and attacks had gone down in some municipalities since repealing their ban.”

(BSL is also on the decline in the United States. You can refer to the National Canine Research Council  for more information.)

If you live in Montreal or any other area where BSL is in place, Alanna advises you to write your local officials. People should also be proactive and contact their officials the moment the topic of BSL comes up in their government. People in Canada can find information on their elected officials by visiting this website. The best way to advocate is with facts and scientifically based alternatives, like those mentioned in the Safer, Kinder Communities campaign.

As for Alanna and the rest of the team at the Montreal SPCA, they are all emotionally and physically exhausted, not to mention dealing with the immense financial strain this situation has put on their organization. For them, Alanna says:

“It’s also personal for a lot of us. The majority of us, or people we know, have these types of dogs. We don’t know what’s going to happen in the future. Walking our dogs used to be a fun experience, but now we’re subjected to discrimination and harassment.”

Love of their dogs isn’t the only thing that keeps them going. The outpouring of support has been an immense help.

“It’s been a really, really dark time. Despite it being a really difficult time for the SPCA and people who generally care about animals and having fair and effective legislation. The outpouring of international support has been a light in the darkness. For us, sticking to our mission and the idea that we’re an organization that can speak on behalf of animals is what we do and the fact that that’s been supported internationally has been so nice.”

You can help the Montreal SPCA by visiting Safer, Kinder Communities and donating to support the SPCA’s BSL work.


Posted in Breed Specific Legislation | 2 Comments

An Accidental Advocate

Guest post written by Stephanie Filer, Manager of Special Gifts & Partnerships, Animal Rescue League of Iowa.

The other day I received a call from a city councilperson in Randall, IA who needed our help. They were reviewing their city ordinances and she knew about our work to help cities strengthen their dog ordinances, so she reached out. Specifically, she wanted to remove some 10+ breeds from their banned list and instead, strengthen the enforcement for dogs of all breeds.

These are my favorite calls to answer.

Even better yet – this is the new norm for us.

Since 2011 we have worked with cities across Iowa to reject or repeal discriminatory dog ordinances by sharing a better way to accomplish what we all want: enhanced public safety within pet-friendly communities.

Until I moved to Des Moines a year prior, I had never even heard of dogs being regulated by breed label – or more accurately, dog owners being unfairly targeted because of what their dog looks like. As many groups do, we first began with a marketing approach (which evolved over time) to change the perceptions that years of breed regulations – and some animal advocates with good intentions, but ultimately harmful approaches – had created.

That turned into advocacy when dog owners began reaching out for help. In the beginning we would contact cities to offer our help, but now we get so many requests that we no longer make those “outbound” calls, since we are so busy helping those who contact us.

Iowa ranks 49th in animal welfare laws, according to the Animal Legal Defense Fund’s latest annual scoring. Additionally, we have historically been the 2nd or 3rd worst state for puppy mills and the 2nd worst state for breed restrictions or bans, but even within this difficult climate, we continue to see success for one simple reason.

We all want the same things: public safety and equal treatment of pet owners.

It’s my job to show city leaders how we can accomplish that, together.

randall iowa

We do this through a number of steps:

1) Sharing a model ordinance that was created in cooperation by animal control officers, dog trainers, animal shelter leaders, and city officials in Iowa. This ordinance can be modified based on a city’s resources and specific goals and has been replicated to demonstrate success, time after time. The ordinance addresses potentially dangerous behaviors before they escalate to an incident and provides dog owners solutions to remedy problem behaviors before anyone is hurt.

2) Sharing ordinances of cities of similar size that we have helped so that they can see that the ordinance is scalable. For example, here are ordinances from Altoona and Chariton.

3) Offering to be a resource throughout the journey, including presenting to city council meetings and local civic groups.

4) Explaining why a breed neutral approach is proven to be the most successful (this includes sharing Animal Farm Foundations infographic on the dog genome, local stories of significant dog bites that were from all breeds/mixes and how those could have been prevented, and a brief list of the national industry experts that support breed neutral ordinances).

The order of this approach is intentional. We are not just trying to remove breed bans and regulations. We truly want to help create safer communities and strengthen the human-animal bond (our mission) through pet-friendly communities – it just happens to be that regulating based on an animal’s behavior is far more effective than attempting to regulate by an animal’s appearance or breed label. Because we are sincere in these motives, city leaders are able to trust that we are working toward the same goal.

While we have come so far in the past five years, there is also a lot of work to be done, including the big one: our state capitol, our biggest city in the state, and where I now live with my dog who is visually identified as a “pit bull” (and therefore discriminated against): Des Moines.

Des Moines is the city that started this domino effect of BSL across the state in the 80s. It is a city that prides itself on being named in the top lists of places to live, places to raise a family, grow a business, etc. It is also a city with a complex political scene that makes the process of meaningful change, a slow-moving ship at times.

And because of this, the work we are doing in Des Moines remains behind the scenes for now, but in the near future we’ll be able to talk more about it. Because soon, Des Moines will be the next community that we move over to the pet-friendly column. And we know that when this happens, the domino effect will again move across the state, undoing the fear-based regulations that were created decades ago.

In the end, we all want the same thing. We want pet-friendly communities and we want enhanced public safety.

And as for Randall, IA, I woke up to this email the morning after their city council meeting, “We were able to delete the list of breeds from the ordinance! Thank you for your help and information. That is all we changed yesterday regarding our dangerous dog ordinance but that was my main goal. Thanks again!”


010_PicksStephanie Filer is the Manager of Special Gifts & Partnerships, overseeing the fundraising and marketing team for the Animal Rescue League of Iowa – the state’s largest animal shelter. In addition to her love for animals, she shares a passion for helping people through volunteering for the local homeless youth shelter and serving as a mentor to kids in need.

Posted in Breed Specific Legislation, Fair and Equal Treatment | Tagged , , | Leave a comment

Compassionate Outreach: How Straw For Dogs Increases Quality of Life in Alaskan Communities

Straw For Dogs (S4D) is a remarkable volunteer group in Alaska working to improve the lives of dogs and people through compassionate, non-judgmental outreach, education, and rescue efforts. In addition to spay/neuter, vaccinations, and general vet care, S4D also provides pet food, pet supplies, training assistance, and custom insulated, elevated dog houses, filled with straw, to provide a warm shelter for dogs living outdoors.

Straw For Dogs was the recipient of a 2015 Your Program Your Ideas grant from Animal Farm Foundation for their Community Outreach/Owner Support work. We recently spoke with Metis Riley, co-founder and volunteer, about S4D’s progressive, effective approach to pet owner support services.

AFF: The families and pets you work with are living in challenging conditions. Can you share S4D’s philosophy about the pet owner support work that you do?

straw for dogs

Midnight and her person Gustie. Midnight was spayed and vaccinated through S4D in partnership with Alaska Native Rural Veterinary Outreach, Inc (photo credit ANRVO).

S4D: Straw For Dogs is an outreach program that offers free and pay-as-you can supplies and resources for pets outdoors. S4D developed as a way to help animals, but through our efforts we have learned that we can only do that by understanding and working with their caretakers.

While we might hope that all dogs and cats could live indoors, our mission is to help animals who are outdoors be more comfortable.

We offer doghouses, straw, toys, treats, collars, spay/neuter, pet food bank, and other supplies, as well as continued support for families with pets outdoors. We provide training tips, crates, and toys to help pets transition to being indoors.

By demonstrating quality caretaking, we strive to create long lasting changes for the entire family. Our volunteers endeavor to be compassionate, patient, and gentle with the humans, as well as the dogs, and as an organization, we urge our volunteers to extend that kindness to themselves as well.

What are some of the specific challenges you face in terms of assisting pet owners in rural areas of Alaska?

Rural Alaska is mostly reached by boat or plane. Both are extremely expensive ways to ship freight. Basics supplies in most places, such as collars, doghouses, and bags of dog food might simply be unavailable in these locations. And what is available is very expensive. For example, in Kotzebue, a village in rural Alaska, a gallon of milk is almost $10.00!

Grease has been an outreach client since 2014, after retiring from a sled dog team. He finished the Iditarod five times! Grease has upgraded to a heavy duty wooden house and lightweight cable run provided by Straw For Dogs. Volunteers returned to maintain and fix the run after wear and tear, thanks to a grant from Animal Farm Foundation.

Grease, a retired sled dog, had his housing upgraded to a heavy duty wooden house with straw and a lightweight cable run. Volunteers help maintain and fix the run after wear and tear.

With the grant received from Animal Farm Foundation, Straw For Dogs sent 30 bales of straw to rural Alaska. Without road access, all supplies are flown in these areas, which is very costly. Everts Air Cargo donated shipping as space was available from Anchorage to Canine Comfort LLC in Aniak and Friends of Kotzebue K9 in Kotzebue. Ravn Alaska and Arctic Backcountry Flying Service LLC also donated air freight to get supplies to smaller, more remote villages.

By working with nonprofits and businesses to distribute supplies on a local level, Straw For Dogs can help reach dogs in the far areas of Alaska, where we may not have volunteers, but the need is great. The living conditions for humans and dogs alike are very tough in Bush communities.

Families in these areas might be struggling to make ends meet, which can make it even more difficult to provide for their pets. Our standard procedures include building a relationship with the caretaker to follow up regularly and it can be challenging to find advocates to do that in rural areas where we don’t have volunteers.

In your grant report you shared so many wonderful stories of individual dogs that S4D has helped. Is there a particular dog or family that taught you something new or important about doing outreach work?

Dozer is a longtime client (since 2013) who we have helped move numerous times with his wheelchair-bound caretaker. Each time they move to a new home, Straw For Dogs has helped get Dozer set up with a fence, doghouse, and supplies. Recently we installed a new gate that is easier for his caretaker to operate from her wheelchair.

Straw for Dogs Dozer

Dozer loves his mom, Shelia, who was willing to move to a new home in order to keep him with her.

Committing to help over an extended period of time has been a lesson in patience and practicing non-judgment. Because of our long term relationship we have weathered some ups and downs, but we trust that our efforts have improved Dozers’ overall quality of life.

Johnson Family Straw For Dogs

The Johnson family installed new fencing and set up a dog house for Dozer.

This is truly a team effort. Tom and ReAnn Johnson are some of our most dedicated outreach volunteers and they included their visiting relatives in helping to move Dozer’s fence from his old home to his new place. This photo album is from that day (the photos are even more special now, because Tom’s father has since passed).

If you could pass along one piece of advice to other animal welfare groups about doing effective pet owner support work in under-resourced communities, what would that be?

Focus your efforts and keep steering towards your mission. It is easy to get pulled in many directions and want to help in many ways, as the need is great in all fields of nonprofit work. Consider your strengths and weaknesses and choose to maybe do less, but do it better. By better I mean responsibly, sustainably, and that animals and people are affected by your efforts in positive ways.

Thank you for your incredible work, progressive approach, and generosity of spirit S4D! To learn more about Straw For Dogs, please visit their website. 

Posted in Adoption and Marketing, Enrichment and Training, Programs and Events | Tagged , , | Leave a comment

Picture Me Perfect: How Washington County Humane Society is Saving Lives Through Marketing

When Debbie Block, the Community Relations/Grant Director of The Washington County Humane Society in Slinger, WI, wrote us to report how WCHS had used the Adoption Marketing grant funds we awarded them last year, this caught our eye right away:

“We are very proud of our numbers – we have been helping more dogs in the state of Wisconsin than ever before. We are one of a handful of shelters in the state to pull animals from Milwaukee Animal Control. Our euthanasia rates are on the decline and our length of stay is decreasing as well. We are very proud of our numbers and continue to work harder to decrease the length of stay and increase our educational outreach.

This grant has helped us to think outside of the box when it comes to marketing our dogs. We are able to soften their pictures – make them whimsical and really show a goofy, loving, and rip at your heart strings image! We are still learning about all of our equipment … every day we get a little bolder and braver with our outreach.

In the meantime we are having a wonderful time watching our stats decline due to our Marketing Efforts and our Kennel Enrichment Program. Our euthanasia rate over the past three years is steadily on the decline. In 2013 we were at 9.7, 2014 we were at 8.78, and at 2015 we were at 5.75 – currently we are at 4%…Comparing this March to March of 2015, our length of stay is declining…. and we have been helping other shelters that are overflowing with dogs.”

Debbie also shared that along with the equipment they purchased with the initial $1,000 AFF grant (which included a green screen kit with video lightening kit, props, filters, SD cards, extra bulbs, and batteries, a tent, backdrop curtains and fall screen, flyers and cardboard cutouts of dogs to place in furniture stores), they were also able to secure further support from local businesses. Coldwell Banker donated $1,000 in matching funds for a new camera, lens, and camcorder and the Eagle Scouts have offered to build a photo booth!

We asked Debbie to share more about how WCHS has used their Adoption Marketing grant award to create their Picture Me Perfect project and make big changes for the people and pets in their community.

AFF: Has the new approach to photography and marketing allowed you to reach a wider audience? 

Debbie: Our grant has been so much fun! Our photos are getting shared all the time.

For example: One dog, Dreamboat, continually was overlooked. I saw a photo of Matthew McConaughey driving his Lincoln. It got the wheels turning. Then I saw a photo of Ellen DeGeneres of her in the back of the car. That was when it hit me – let’s put Dreamboat in the front seat! We used the new green screen to make it happen.


I shared the photo and everyone was going crazy! I posted it to Ellen DeGeneres’ Facebook page and people were loving it. We got messages from out of state telling us: awesome job, keep up the good work, and way to think outside of the box.

We’re really just beginning. People in Wisconsin love their Packers, so we put a photo of one of our dogs into the huddle with the Packers. We try to show rabbits in home situations, blooper photos of dogs, and serious heart tugging photos too.

We love that the grant helped spark some new partnerships with other groups, like Coldwell Bankers and the Eagle Scouts, who also recognize the importance of great marketing! How did that come about? Do you have any tips for other shelters looking for local partners on similar projects?

I cannot stress enough that reaching out to your community is vital. Create partnerships and your shelter will go far.

I approached Coldwell Banker about their recent partnership with other shelters and asked them to consider doing something with us. Each Coldwell Banker is a franchise – we happen to be blessed with a volunteer who is a realtor for Coldwell Banker Homesale Realty and has a big heart with helping animals. He has funded many of our projects to help us with marketing and thinking outside of the box.

green screen


If I can give one piece of advice it would be: Make yourself visible, ask for help, talk about how you help the community, and don’t forget to mention to the business that you will help market their business or service as well. It’s all about community!

Along the way you will get a lot of “nos”, but don’t ever stop trying. Come back to that organization next year. Diligence pays off. Remind them of the services your organization provides and how you assist them.

Offer to give a tour or do an educational venue at their organization. Share your vision, as well as the vision of the organization. When you make yourself vulnerable, it’s easy for a company or organization to see you are sincere.

Your fun photographs help adopters to see the cats, dogs, and small animals as individuals. How does this approach help dogs like Moses, who might get passed over in the kennels, to go home faster and with the right families?


From the Grant Report: Moses Makes A Different 1st Impression


Having fun photos or videos helps potential adopters see that animal outside of their cage. Whenever we have a dog that looks or behaves a little overwhelmingly in their kennel, it is critical to have volunteers and staff tell people about that animal and show them outside of their cage. Talk to adopters and the public about what a great animal he/she is. Find out what exactly they are looking for and help them find the perfect fit.

It’s critical to show and share those videos. We do different social media posts every day of the week. Keep things interesting. We post information on dogs that people pass by and suggest that people stop by and treat that dog.


Often times I’ll offer tours with some education; it’s a great time to talk about behaviors they might be seeing and tell people how we are working through the high energy, various behavior issues, and the harder to place animals.

We have fantastic volunteers and staff who work hard every day to make a difference in the lives of the animals that are at our shelter. We are truly blessed. And with their help we will never stop thinking outside of the box, learning, and striving for improvements.

Is there anything else you’d like to share with other shelters and rescues about what you’ve learned through “Picture Me Perfect”?

Just try new techniques – test your audience. Monitor your numbers. Find out when your demographic/followers are watching on social media and follow the stats on your website. These are important numbers and you will then know when to reach out at the most opportune time.


Don’t be afraid to experiment. Some people might not like what you are doing, but then again remember you are doing it for the animals. If people are talking good, bad, or indifferent it’s good! They are watching what you are doing and that’s ok. Your work is getting noticed. Keep doing it.

One thing I can’t stress enough is don’t be afraid to ask for in-kind donations: props, money to create flyers, video cameras, SD Cards, backup batteries, etc.

Show people you are committed and community will embrace you!

Thank you Debbie and WCHS – keep up the great work!


If your organization would like to apply for an Adoption Marketing grant, please see our website. The deadline to apply for 2016 is June 1st!


Posted in Adoption and Marketing | Tagged , | Leave a comment

Perfect Fit: Why “Pit Bull” Dogs Are Flying Out Our Doors

Guest post written by Stephanie Filer, Manager of Special Gifts & Partnerships, Animal Rescue League of Iowa.

A young newlywed recently asked us for help. She wanted to surprise her husband with a new dog for his birthday. Excited to assist, we created a gift that included a dog application with the words “APPROVED” on it and some dog toys. After she surprised him with the gift, they would come in to the shelter together to choose their first dog and new family member.

A few weeks later I ran into her with her husband. They were at the shelter meeting a dog that they had both fallen in love with online: Shaggy.

Sadly for them, they weren’t the only ones who fell in love with Shaggy! They were 4th in line to adopt him. The woman told me she cried when she found out that they might be too late to adopt Shaggy.

He was the perfect size, the perfect look, the perfect personality…but because three other families thought the same thing too, they might not be the ones to take Shaggy home.

She told me they had arrived at the shelter 30 minutes before we opened to make sure they’d be first in line to adopt Shaggy, not realizing that three other families had already applied.

What kind of dog inspires waiting in line? Or crying at the thought of missing out on adopting him?

What kind of dog do you imagine Shaggy might be?

Here are some hints:

He’s not a puppy.

He’s not a small dog.

He’s not a designer mutt.

He’s not famous or from a high profile rescue case and has never been on the news.

Shaggy is an adult “pit bull” dog.

Shaggy is a dog that has been labeled a “pit bull” in an area where some of the communities we serve still have Breed Specific Legislation which means many of our adopters, including this couple, unfortunately need to navigate extra barriers to legally bring dogs like Shaggy home.

And yet, he flew out our doors.


The narrative we so often hear in our industry is that “no one wants to adopt pit bulls,” but that’s no longer our experience at ARL.

Shaggy’s story illustrates just how popular “pit bull” dogs actually are (5th most popular in Iowa and in the top 10 in 48 states). Most importantly, it reminds us how dogs who are labeled “pit bulls” are just DOGS.

People don’t adopt labels. They adopt the dogs that are the right fit for them.

Shaggy was the perfect size, the perfect look, the perfect personality. For multiple families, he was the perfect dog, just the right fit for their lifestyle.

That’s what matters most to this new family, to the other 3 families who applied to adopt him, and to the thousands of families who adopt dogs from us each year.

Everyone has their own idea of what “perfect” is in terms of size, look, and personality – and every dog is different – that’s what makes dogs so cool! That’s also what makes it so fun to help families find their perfect dog.

But if we want to help families and make great matches, then we also need to check our assumptions about what kind of dogs we perceive that the public does or does not want to adopt.

In 2010 we had 7 “pit bull” adoptions all year.

In 2016 we have multiple applications and people in tears when they miss out on a adopting dogs that are labeled “pit bulls.”

“Pit bull” dogs are flying out our front doors.

The dogs didn’t change.

We changed.

We changed as an organization in terms of how we talk about dogs: instead of talking about their breed label or where they came from, we talk about who they are as an individual dog and what kind of family lifestyle they would prefer.

Shaggy is not an exception. This happens all the time.

A few days ago I took a dog on TV for our weekly feature. Twilight is a year old, walked like a dream on a leash, was shy at first but warmed up quickly, and was very curious about the action in the studio.

Because she needed a family who could give her patience and a calm environment to let her settle into her new life, we had restricted her adoption to families with either teenage kids or no kids. This makes her a little tougher to place since we were eliminating many families right off the bat, but it was the home we identified that Twilight would need to thrive.

She laid nicely next to me as I talked with the host about her ideal family and the other upcoming events we had going on at the shelter. By the time we got back to the shelter (after stopping at a drive thru for a cheeseburger for her), she already had two pending adoption applications.

As you have probably guessed, Twilight was labeled as a “pit bull.” And despite her limited adoption audience (no small kids), Twilight was popular! She had applications on her when other dogs who were younger, smaller, and without children restrictions, didn’t.

Over and over, we experience this at ARL.

The families who adopt are as diverse as the dogs in our shelter. The perfect dog for me (big, a little ornery, good with cats) and my child-free home is different from the next person, and the person after that.

And guess who decided that Twilight was the perfect fit for their family? The newlyweds!


After missing out on Shaggy, they were introduced to Twilight and fell in love. They were, once again, one of many families that were in line to adopt an adult “pit bull” dog.

When we asked them what they thought about that, they replied, “We just want a nice dog who fits our lifestyle.”

Simply put, that’s what it’s all about.

When we focus on who the dog is, what they need, and what the family wants, we can talk about things that matter: helping families find the perfect dog for them and setting them up for a lifetime of happiness together.


Stephanie Filer is the Manager of Special Gifts & Partnerships, overseeing the fundraising and marketing team for the Animal Rescue League of Iowa – the state’s largest animal shelter. In addition to her love for animals, she shares a passion for helping people through volunteering for the local homeless youth shelter and serving as a mentor to kids in need.

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More Animal Shelters Remove Breed Labels: Is Software Catching Up?

Guest post written by Kristen Auerbach, Deputy Chief Animal Services Officer at Austin Animal Center in Austin, TX.

In 2008, Dr. Amy Marder wrote, “Instead of depending on inaccurate breed labels, we want people to choose their future companions based on accurate personality profiles.” To this end, she introduced the idea of using “American Shelter Dog” in place of a breed label because, as she said, “The problem is that breed identity elicits behavioral expectations on the part of the new owner, even though researchers have found enormous behavioral variability within all breeds.”

Eight years later, the word is finally getting out: The labels we assign to shelter dogs are both highly inaccurate and can result in dogs waiting longer to find a home. A recent study, titled, “What’s in a Name? Effect of Breed Perceptions and Labeling on Attractiveness, Adoptions and Length of Stay for Pit-Bull-Type Dogs” revealed that length of stay and outcomes for all dogs was negatively impacted by labels on kennel cards and suggests that breed labeling influences potential adopters’ perceptions and decision-making.

The research confirmed two important points:

  1. In some areas, the public may have negative perceptions of “pit bull” dogs that impact adoption rates. In our experience, this is different in each community. In some areas, people are lining up to adopt “pit bull” dogs.
  1. Breed labels can have negative implications on the adoption process for all dogs.

More importantly, thanks to another body of research, it is also proven beyond a doubt that breed labeling, based on visual identification, is not accurate.

This solid body of research can help shelters make two important changes to increase both the quantity and the quality of adoptions for all dogs:

Improve marketing for all pets, including “pit bull” dogs: marketing efforts must be improved in order to help the public get to know the individual dogs in the shelter’s care, which includes shining a light on “pit bull” dogs. By helping the public to see the millions of happy “pit bull” dog families we can help combat lingering stereotypes and misinformation. Looking for ways to market all dogs more effectively? See my recent articles: here and here.

Remove breed labels for all dogs: by doing away with inaccurate guesses, we remove information that is unreliable, yet perceived by the public as fact. Instead, we can work to get to know our adopters and determine what kind of personality traits they’d like in a dog, then help them find the individual dog that best meets their needs. With nearly 75% of all dogs in shelters being mixed breed, we can’t rely on breed standards based on our inaccurate breed guesses, to assess which dogs are the right matches. Getting to know both the people and the dogs will lead to better adoptions for every family.

mixed breed puppies

We look forward to the day when shelter software allows us to label dogs like these puppies as “mixed breed”, rather than labeling them with a guess.

Why are breed labels so misleading? For both the public and the shelter workers, breed labels come with a set of expectations, generalizations and stereotypes. These assumptions typically set unreasonable expectations for shelter dogs and can have detrimental effects on adoptions. It is not unusual for dogs of all kinds to be returned when they don’t meet the adopter’s assumptions about how that dog should behave, based solely on the breed label that was assigned at intake. By removing the breed, we open the door to more accurate conversations.

To further increase accuracy in our communications, we can remove breed labels from our “lost” pet listings, too. When shelters assign a breed label to stray dogs this can delay or thwart the dog being reclaimed by their owners who may have labeled their dog a different breed mix.  The more accurate approach is to focus on the physical description of the dog: color, weight, any identifying characteristics, where the dog was found, etc.

However, the remaining hurdle for most shelters is that most shelter software systems still require us to select a predominate breed, even when we don’t know. And when we don’t know, too often we go with catch-all phrases like ‘pit bull mix’ or ‘lab mix.’ Our software systems do not allow us to select ‘unknown’ or even ‘mixed breed’ despite the plethora of research on the problems with guessing and labeling. This means shelters are stuck with using these labels on kennel cards, adoption contracts, and other official paperwork.

kennel cards

The good news is that as we now understand how inaccurate and possibly damaging those labels are, more and more shelters are pushing back on the limitations imposed by shelter software.

Despite the fact that breed labels couldn’t be removed entirely, several shelters across the United States, including Orange County Animal Services and my previous shelter in Fairfax County, Virginia, stopped using labels on our kennel cards. At the Fairfax County Animal Shelter, we saw an immediate increase in adoptions as our customers got to know dogs without being influenced by a label guess.

To further help our community understand this change, we quit using breed labels in our social media posts and put the emphasis of telling the unique stories of each of our dogs. At my current shelter, Austin Animal Center in Austin, Texas, we’ve seen an increase in adoptions since we dropped the labels off our kennel cards in late 2015.

We also changed how we speak about our dogs, and adopters are embracing us as the experts on this topic. When someone asks us, “What breed is that dog?” instead of making a guess and probably being wrong, we say, “The vast majority of our dogs are of mixed breed heritage and when we guess a breed, we’re often wrong.” People really do understand this and they appreciate our honesty.

If there are concerns about housing restrictions or other breed discriminatory policies, we always address those potential issues openly with adopters. This approach is about being accurate and honest about what we know and do not know. If there are concerns that a dog may be perceived as a restricted breed by another member of the community, such as animal control or landlord, we address this. Removing breed guesses doesn’t restrict information, it opens the doorway to more accurate, in-depth conversations.

One of many mixed breed dogs of unknown origin that come through our shelter doors.

One of many wonderful mixed breed dogs, of unknown origin, who arrived at our shelter.

To learn why we changed how we talked about breed, check out this earlier post on the subject. Published last summer, it will tell you how you can make immediate changes in your shelter to increase adoptions, shorten length of stay and help every dog in your care be seen for who she is, not her label.

Thankfully, some shelter software companies are hearing the message that shelters want to have the discretion to choose a ‘mixed breed’ or ‘unknown’ label for dogs of unknown heritage (the vast majority of dogs in shelters today). They’re asking questions and are looking for ways to overcome the obstacles that have prevented this change in the past. It seems likely shelters will be able to choose not to use breed labels in the relatively near future.

The bottom line is we have nothing to gain by perpetuating subjective labels as accurate or even helpful information. In recent weeks, shelters such as the Arizona Animal Welfare League and Dallas Animal Services have announced they would remove all breed labels from their kennel cards. They join the growing numbers of shelters nationwide who are no longer perpetuating guesses at breed or breed mix as reliable information.

There are still many challenges and obstacles to overcome for shelters and dog owners in our communities, but soon I predict we will have won another victory for all dogs when we are no longer required to label shelter dogs with inaccurate breed labels.

Want to hear more about this? Join me and Caitlin Quinn (Director of Operations at HeARTs Speak, Inc.), speaking on behalf of Animal Farm Foundation, at the Humane Society of the United States Animal Care Expo this May. We’ll be telling you how to save more lives by changing how you think and talk about breeds and sharing tips for how you can remove breed from the equation now. Removing breed labels is easier than you think and soon we hope it will be even easier!

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Marketing is Not Adoption Counseling: Keep ‘Em Separate, Save More Lives

Guest post written by Kristen Auerbach, Deputy Chief Animal Services Officer at Austin Animal Center in Austin, TX.

Shy dog Derek had been at Austin Animal Center, waiting for a family for several months, but was timid and scared in his kennel and didn’t seek out attention. There were no sparks with potential adopters.

As I sometimes do with dogs who need some extra attention, I brought him into my office and got to know him over the course of a few days. I saw him around other dogs, kids, and cats. I learned that he was very well behaved, but seemed unsure of the world, and sometimes became nervous. I observed his back legs seemed to bow out and he walked a little funny.

derek 1

Derek was super shy in his kennel and was one of those dogs we sometimes call “shut down.”

With this new information, it was time to do some marketing. I wrote a silly little description of my experience with Derek and stuck it on his kennel.

derek staff pick

I brought him in my office and got to know him over a couple of days. I made a silly flyer and put it on his kennel.

After just two days with the new sign, a woman wanted to meet him in the play yard. Once they got to meet, she saw there was a spark between them and said, “I want to take him home.”

At that point, after that initial magic connection had been made, we began the adoption counseling.

I described everything I had observed, including that he seemed to like the children he met, but also seemed unsure of them. I also told her that he needed his back legs checked out and that he might have some issues because of his conformation. I was honest and disclosed everything we had assessed and observed about Derek.

The adopter asked a lot of good questions. She considered if he was the right fit for her.

At the end of the counseling process, she was still convinced Derek was for her. She adopted him that day and when we followed up, she told us she is ‘completely in love’ and he’s the perfect dog for her.

Figure 3 This family saw the flyer, met Derek, bonded with him, went through the counseling process and adopted him. Derek was so proud!

This family saw the flyer, met Derek, bonded with him, went through the counseling process and adopted him. Derek was so proud!

Dogs like Derek are typically marketed to the public with information like:

“Shy, needs home with adults only” or “Probably a backyard dog and not well-socialized.”

These statements, used during the marketing phase, act as STOP signs which prevent potential adopters from asking to meet dogs (even ones that would be a great fit for them!). To help send more pets home, shelters need to separate the marketing from the adoption counseling.


Too often we mistake social media marketing as the place for adoption counseling.  

Can you spot the ‘stop signs’ in these posts?

 “Elsa is a gorgeous, two-year-old pit bull who loves people and loves to snuggle and go on walks. She must be the only dog in the house. She’d do best in house with no kids. Elsa has been waiting more than two years to find a new family to love her. Could she be the one for you?”

“Sam is fun-loving dog with tons of energy who is looking for an active home. He is really good with most people, but he prefers women over men. He is reactive and has mild separation anxiety, but with the right person, he’s going to make an awesome pet!”

I know what you’re thinking: “We have a responsibility to our adopters/fosters/rescuers/public to tell them everything we know about that animal! Are you saying we should intentionally hide the truth?”

No.  As animal welfare professionals and volunteers, we owe it to our community and our adopters to disclose everything we know about one of our animals.

However, we share all of that information during the adoption counseling portion of the process…not in the marketing.

Marketing is meant to grab attention and open a door. Adoption counseling is for full disclosure.

Marketing is what GETS people to the adoption counseling process by piquing their interest in meeting the animals. But you can’t do the complicated business of adoption counseling if NO ONE is there for you to talk to. Marketing: it’s what makes the full conversation happen!

Here are some simple tips for keeping your marketing separate from your adopting counseling process. If you do this, you’ll increase your adoptions, make better matches, and get more pets out of your shelter or rescue and into permanent homes.

DON’T include every single detail about an animal’s entire life or try to explain every possible flaw or challenge this pet may have in one post.

Imagine writing a job resume where you list every mistake you’ve ever made, all the projects that didn’t go well, and all the things your coworkers find most annoying about you. You’re probably never going to get the call to come in for that job interview, even if you are a great prospect!

resume pic

While this is an extreme example, it makes an important point. Every person (and dog) has a variety of personality traits and behaviors. We all have a history of highs and lows that makes us who we are. If we put it ALL on the table, before a prospective employer gets to meet us and form a connection with us, we’re not going to get the call to even come in for the interview.

For dogs, they’re probably not going to get the opportunity to meet the person who could change the course of their lives!

Think about it like this: Your resume is a way to land the interview where you have a chance to discuss your strengths and weaknesses. The social media post or bio is the way to get adopters to meet your dogs and have a discussion with you about all of their needs.

DO tell a story! Dalton, pictured here, was a wild child in the shelter. He barked and whined while kenneled and had tons of energy. His behavior in the shelter sent adopters running. Dalton was passed over many times.

In the past, we might have posted that Dalton was a ‘high energy’ dog looking for an ‘active’ family who would take him running and hiking. But we’ve learned potential adopters read through the lines, even when we try to be subtle about potentially negative traits.

Instead we sent Dalton to a foster home for a few days, so we could learn more about him. His foster mom shared a quick story about something he did while at their house.


That story, posted on Facebook, brought in dozens of interested adopters. Marketing him this way allowed us to find a family from this group who was perfect for this young, exuberant pooch. Everyone else that was interested adopted other dogs. Win-win!

For more information on writing descriptions that create connection and draw in adopters, check out Animal Farm Foundation’s E-Book about marketing and advertising.

DON’T focus on restrictions. Restrictions are articulated either as a directive statement, as in “no kids” or as a passive statement such as, “would do best in a home with no kids.” A restriction like this means different things to different people. It leaves a lot of room for people to imagine why you’ve included it in your marketing.

For most adopters, a statement like this will act as a stop sign because they don’t know why you’re using it and it may sound scary. Even for potential adopters who don’t have kids, they may think, “Well, my neighborhood has kids and so I guess this dog won’t work for me,” or alternately, “I don’t have kids, but who wants a dog that doesn’t like kids?” or even, “I wonder if this dog has hurt kids?” By placing restrictions in your marketing, you may have turned off some really great adopters who are the right match.

Even if you are firm about the restriction and will not adopt the dog to a home with kids or cats, you can save that conversation for the in-person adoption counseling process. This is when you will explain the dog’s full history and why you are going to use the restriction. Your adopters will appreciate your transparency and information and trust in your adoption process.

To read more about restrictions, check out Animal Farm Foundation’s E-book about adoption best practices.

Figure 4 Ghost, pictured here, is a deaf dog. We marketed her by talking about how despite her inability to hear, how happy and joyful she always is. Without any special criteria or restrictions, we found her the perfect family.

Ghost, pictured here, is a deaf dog. We marketed her by talking about how despite her inability to hear, how happy and joyful she always is. Without any special criteria or restrictions, we found her the perfect family.

DO stick to positive marketing that inspire adoptions and will create the opportunity for adopters to meet the dog, before beginning the counseling process.

DON’T feel bad if the marketing doesn’t lead to the right match. If someone comes to meet a pet because of your positive marketing and they can’t adopt that particular pet, because of a medical or behavioral issue that you discuss with them, that’s ok…

DO see this as opportunity to make the right match. All of our staff makes an effort to always know some information about six or seven different animals in our shelter. That way, if the pet the adopter saw on social media wasn’t the perfect fit, we have several other potential matches already in mind!

DON’T use industry language, or ‘shelter-speak’ in your marketing efforts. Terms like ‘barrier reactive’ and ‘resource guarding’ might be everyday lingo for you, but to adopters that are both frightening and confusing. Even terms like, ‘jumpy/mouthy’ mean something different to you than what they might mean to a person who is unfamiliar with animal welfare jargon. They may scare off adopters.

DO use everyday language in your marketing, as well as your adoption counseling, that regular people understand. And if you do use a term like ‘zoomies,’ make sure you explain what you mean!

Want to keep it simple? Remember that marketing gets people in the door who are excited to adopt and creates the opportunity for honest, open adoption counseling to happen at the shelter, where the best possible matches can be made.

Commit to a positive-only marketing approach combined with a conversation-based adoption counseling process and you’ll start to send more pets home, right where they belong.


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Breed Labels: When Guesses Turn Into Predictions

As we travel around the country, having conversations with shelters and rescues about the “pit bull” dogs in their care, we find that there are always a few big a-ha! moments that help people understand that all dogs are individuals just a bit better.

One of the more exciting moments typically happens during our Labels & Language presentation where we discuss the role of breed labeling in shelters and the assumptions we make about dogs based on those labels.

The talk helps shelters understand a number of concepts that apply not only to “pit bull” dogs, but to ALL the dogs in their care.

This one being of utmost importance:

How a dog is labeled or how they look on the outside, is not an indication of past or future behavior or their suitability for a particular adoption placement.

Too often, we make incorrect assumptions about dogs based on label or appearance.

Thanks to ample research, we know that visual breed identification of dogs is highly inaccurate. One study found that the breed labels assigned to shelter dogs by staff members were wrong at least 75% of the time.

Despite this, shelters continue to use breed labels. This is problematic because the highly inaccurate labels we assign to dogs cause people to speculate about how those dogs will behave or what kind of family they’ll need.

We’re using guesses to make predictions.

labels and perceptions

This approach leads to significant unintended consequences for all dogs, not just “pit bull” dogs.

Recently, we were at a shelter observing a photo shoot for a dog’s adoption profile. One person commented that the dog, a mutt, had black spots on his tongue so he was probably a Chow mix. If the speculation had stopped there, it wouldn’t have been much of a problem – maybe the guess was right or maybe not. We can certainly share our guesses. There’s nothing wrong with that!

But the guess quickly led to a discussion about how this dog might behave based on that label (independent, aloof) and therefore what kind of family he would need (not a good choice for a first time owner).

Rather than pay attention to the dog in front of us at that moment, who was enjoying getting his photo taken, the conversation took off with assumptions and predictions based on a breed description that may or may not apply to this individual dog.

A guess turned into a prediction.

If instead of speculating, we were more present in observing the animal in different situations, like how this dog was relaxed and social during a photo shoot, we’d realize that our assumptions are often way off base.

With nearly 75% of all shelter dogs reported as mixed breed dogs and with a 75% chance that shelter workers will make an incorrect guess at what that breed mix is, it’s clear that we’re making a lot of incorrect assumptions about the dogs in our care.

This is why we advocate for the removal of breed labels in shelters, a trend that’s gaining steam with progressive organizations in 2016.

Maybe you’re still not convinced. It helps to look at the science and research.

Many of you have seen our infographic All Dogs Are Individuals where we revealed the science of why breed and appearance alone are not accurate indicators of future behavior.

In our live presentations, we find that one series of photos really drives the point home that our unreliable breed guesses aren’t the basis for accurate predictions of future behavior.

Take a look at the following slides:

In 1965 Scott and Fuller published Genetics and the Social Behavior of the Dog based on their research.

scott fuller

If these dogs came into your shelter, what breed mix would assume these two dogs are? And what assumptions would you make about how they will behave in the future?

Unlike in real life, where we often don’t know the parents of the mixed breed dogs that arrive in our shelters, we do know the genetic makeup of these two pups:

scott fuller

The two black and white puppies are a cross between a purebred Basenji and a purebred Cocker Spaniel!

Clearly, the puppies do not physically resemble either parent. But it doesn’t stop there…

When the puppies were backcrossed to either of the parental breeds – a purebred Basenji or a purebred Cocker Spaniel – those litters showed even more variability in physical appearance. See for yourself:

scott fuller

These photos make it crystal clear that breed guesses based on visual appearance are highly inaccurate.

We make labeling mistakes all the time and those mistakes have real consequences.

But we don’t have to take Scott and Fuller’s word for it.

More current research, such as the 2015 study titled Inconsistent identification of pit bull-type dogs by shelter staff, continues to serve as a reminder that breed guesses and labels, even those made my experienced shelter staff and veterinarians, are frequently incorrect. The results of the study revealed that:

“One in five dogs genetically identified with pit bull heritage breeds were missed by all shelter staff at the time of the study. One in three dogs lacking DNA evidence for pit bull heritage breeds were labeled pit bull-type dogs by at least one shelter staff member.”

We’re so often wrong when we make guesses about dog breeds. Yet those labels are powerful.

We allow them to influence our perceptions and predict future behavior or suitability for adoption into certain homes. This can lead to poor matches in regards to energy and temperament for adopters, along with more serious consequences, such as restrictions based on breed.

The bottom line is that labels aren’t reliable and they don’t tell us what we need to know about dogs. Rather than focus on labels and perceived breed, get to know the individual dog in front of you instead!


kennel cards

Use our sign and language to help explain this to your adopters!

More on this topic:

How to drop breed labels at shelters

FAQS about labels (including: how to address breed specific restrictions and insurance issues honestly with adopters and in software systems).

A look at another shelter that dropped labels



Posted in Adoption and Marketing, Programs and Events | Tagged | 3 Comments

3 New Grant Opportunities for 2016

Just a few weeks ago we reopened our Grants Application and that means now is the time for you to apply for funding! If your shelter or organization is working to providing equal opportunities and treatment for the dogs in your care, then you won’t want to miss out on this opportunity to apply for a 2016 grant award.

Not only are we funding marketing initiatives and kennel enrichment programs, as we have in past years, but we’ve also added three new awards this year as well.

Let’s take a look:

If your shelter needs help revamping policies and programs, our Shelter Policy Training Grant might be just what you’re looking for.

AFF will help your shelter save more lives with breed-neutral best practices through presentations, training, and program implementation guidance. We’ll help your staff enact the practical, low or no-cost solutions that work in a variety of sheltering environments (from large, open-intake facilities to limited admission private shelters and even small volunteer-run rescue groups). Learn more here.

If your shelter is ready to rock play groups, but you don’t have the fenced yards to host them in, our Play Yard Construction Grant might be right up your alley!

Animal sheltering organizations currently creating or implementing permanent play group programs for the enrichment and socialization of their shelter dogs may be eligible for up to $10,000 to be used for the repair or construction of play yards. Learn more here.

play yard fencing

If your shelter is ready to take marketing to the next level, our Perfect Exposure Project (PEP) Grant might be just the right fit!

Shelters can apply for the opportunity to work with representatives from HeARTs Speak to improve adoption marketing for all of the animals in their care. Organizations will receive a two day on-site training at their facility, where HeARTs Speak representatives will provide hands-on help in areas such as photography and social media marketing.

This is a limited opportunity and the only grant that has a deadline for applications: organizations must submit applications for the PEP Grant no later than March 31st, 2016. Learn more here.


AFF invests in organizations and programs that support the elimination of discriminatory policies and innovative sheltering practices. If your 501c3 organization is working towards similar goals, with programs and initiatives that treat ALL dogs equally, we encourage you to apply for our grants!

For more information, take a look at our website for detailed grant descriptions, application instructions, and FAQs to help you get started.

Here’s to helping your organization accomplish even more life-saving work in 2016!

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